An ad position strategy allows a company to focus on a particular aspect of its products or services. The ad position itself is the central theme or message, such as superior customer service. Small business owners may highlight any number of positions or benefits in their advertising. The key is keeping the message commensurate with various marketing strategies, including product or service, pricing and distribution strategies. Advertising managers must also find the right media mix to reach their customers. All print ads and commercials must also be in alignment for the greatest impact.

Appealing to Target Audience

One popular ad position strategy is appealing to certain target audiences. Small companies often start out with this type of ad positioning as they try to establish loyal customer bases. They must attract customers who are most likely to use their products. Most advertising managers have a general idea about their target audiences before placing their ads and commercials. The success of the campaign may only help support this insight. Companies which appeal to target audiences focus on various demographics, including age, social status and education. They may also try to attract people with certain buying patterns, interests or lifestyles.

Supporting Product Strategies

An ad position strategy can also support or enhance a company's product strategy. Some companies use advertising to position certain product attributes, according to the University of Missouri. For example, a small fast food restaurant may be trying to position itself as the quality leader in its local markets. The restaurant company may run ads that show the fresh ingredients used in its sandwiches or salads. Similarly, ad position strategies can also enhance or repair a product's image. Negative publicity may have caused consumers concern about a company's products. These concerns may emanate from an aggressive competitor, or a customer who had a bad experience with a product. Hence, advertising can be used to help repair the company's image.

Supporting Pricing Strategies

Small companies may also use ad position strategies to support their pricing strategies. For example, a small town grocery store may want to position itself as the value leader. It may offer products in larger quantities so people can save money buying in bulk. The grocery store owner may also use daily specials that meet or beat most food prices in the area. Hence, his local advertising may be more price-oriented, informing consumers about various items as they go on sale.

Supporting Diversification Strategies

Companies may want to diversify their products at times and thus require advertising that informs customers of the changes. Consumer tastes often change. Customers may want more features, size varieties or flavors, for example. Hence, small business often needs to modify or add products. And they need to position their advertising to support these changes. Companies may also need to change their ad positioning strategies throughout the life cycle of a product. Most products go through four life cycle stages, according to "Quick MBA" online: Introduction, growth, maturity and decline. Companies may need to discover new uses and markets for their products in the latter two stages to keep them from becoming obsolete. Subsequently, they must inform their customers of the changes through their advertising.